Now we are getting somewhere!
How good something sounds depends not on just how well your ears hear. Your mood, how tired you are, your preconceptions, how much you want to hear a difference, how much beer you've had, how comfortable your clothes are etc. can all have an effect.
So when a company sells a device claiming to make an improvement, and we hear an improvement, are we happy to assume that none of aforementioned factors could be the source of the perceived improvement?
If the improvement was due to any of those external factors, what have you actually bought?